"When reward was reached less often or slower than expected, people described opening the app habitually and using it passively instead of intently. This was the case for many of our participants regarding Instagram."

████: "Reward is the satisfaction one feels when they achieve the desired outcome from actions they have taken to fulfill a need. This means, when an app does the job it was hired to do consistently, quickly and effectively, usage of the app itself is perceived as a rewarding experience overall by users." "The ratio of time spent to reward reached was perceived as unsatisfactory on Instagram. Participants did not feel rewarded as often or as deeply on Instagram in comparison to competitor apps." "When reward was reached less often or slower than expected, people described opening the app habitually and using it passively instead of intently. This was the case for many of our participants regarding Instagram." ████: "I've done some research about the effect of extrinsic rewards on intrinsic motivations and it does point to obtaining short-term rewards (in our case, lightweight interactions like reactions, emojis, and likes) as potentially replacing intrinsic motivations which creates a perpetual ecosystem of superficial connections. It could be quite a lift to shift users' mental models of how to use IG, but as you noted there could be potential to reintroduce IG (or maybe Threads?) to drive relationship building when we know that is their intent for their secondary acct."